The brand is starting out with the release of white and rosé wines that, according to the press release, are "vegan-friendly, made with organic grapes and free of unnecessary extras like sugars, colors and concentrates." They are priced at about $24 a bottle.
As for why Diaz decided to get into this business, she says she wanted to make a "cleaner wine."
"I enjoyed wine for many-a-year and never questioned it. Not once. I actually figured it was the most responsible alcohol choice because it was made with fermented grapes! But I had no idea of the process," she shares. "One of the first conversations Katherine and I had about making a cleaner wine was ‘what are we going to add to it?’ We soon learned it wasn't what you added, it's what you didn't add."
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Introducing @avaline! 🌟 It all started two years ago on a beautiful Los Angeles afternoon in the backyard with @katherinepower. We realized that we knew the contents of everything that went onto and into our bodies—why not wine? Our journey to answer that question led us to create @avaline, a range of clean wines. I’ve always believed that the key to wellness is balance. ⚖️ Creating a clean wine that is full of natural goodness and free from dozens of unwanted and undisclosed extras helps me find that balance when I’m enjoying a glass of wine. It’s wine at its purest, created for those who embrace the pleasure of a whole life and a relaxed approach to wellbeing. 🍷✨ Link in bio. Cheers to that! CD #avaline
"As Cameron and I spent two years developing, tasting and refining Avaline, we could never have imagined the world in which we all find ourselves today. But it’s clear to us that, as we navigate the important complexities of 2020, it has become more vital than ever to find joy in small, everyday moments," adds Power. "Avaline was created for those very moments. When we’re cooking dinner, unwinding at the end of the day or catching up with loved ones, Avaline is here to bring lightness and positivity."
Diaz isn't the first actress to start her own line of alcohol. Her pal, Drew Barrymore, has her own line of wine as well as Sarah Jessica Parker and Christie Brinkley ...to name a few.